Question 1 (100 points) How a Jail Built a Positive Story to Gain Media Coverage 02/07/2019 Hy Seth Arenstein It had all the pomp and circumstance of a graduation anywhere. A crowd of excited relatives was in the audience. Diplomas were arranged on a table, a keynote speaker waited to impart wisdom. Fidgeting in their caps and gowns, the graduates seemed anxious to enter the real world. There also was something unseen under their caps and gowns graduates wore an orange jumpsuit This graduation was for the first class of the Inmate Construction Program (ICP), and it was inside a jail The Issue Communicators at the Orange County Corrections (OC) Department are competing to cam media. Jail stories are not top of mind." says Tracy Zampagliose, Occs public information officer. At least not good stories, the kind she and her team want covered. "Good things happen every day in this jail]," she says. On the other hand, the jaill's bad news stories (escape attempts and other dangerous situations) often receive heavy coverage. When Zampaglione and her team heard about plans for ICP they jumped. They figured it would not only be great for the inmates, but it also could be an upheat news story The Hurdles As in every case study, we had to convince corrections officials to allow journalists to interview inmates for ICP stories, she says. To sell the idea, her team conducted pre-interviews with inmates. Fortunately, the inmates responded well. They didn't trash the jail system," she says. It was the opposite; they were thankful for the education they were receiving. In addition, a two-part education effort was needed. Corrections officials were briefed on why ICP could be a great story. Media were taught basics of the corrections system and how the construction program benefits the inmates and the surrounding community Tactics To get out the story, Zampaglione's team picked a trusted reporter from central FL's largest paper a and offered an exclusive. The reporter and a photographer would gain access to the inmates, classes and the graduation. An upbeat story resulted. It appeared in a Sunday newspaper, the paper's best-read day. The story received additional coverage. It even prompted the county's mayor to volunteer to be a future commencement speaker. The programs not only earned the jail positive media, hut it's also resulted in industry honors for Zampaglione's team. Lessons Learned Each class builds a project for a needy organization, such as shelves and fumiture for a homeless center Project presentations gain additional coverage and photos. "We get to show and tell the story of inmates giving back to the community," she says. The Challenge Coverage has expanded to construction trade publications, local media as a local construction company has hired a lot of the program's graduates, and local Orange County TV. The Press has kept tahs on successful graduates. Their stories receive media coverage. "People love upheat stories...but it's important that they're authentic..told by the inmates," says Tracy Zampaglione The Task Tracy Zampaglione plans to leave the Orange County Corrections (OCC) Department to create a nonpott based on the Inmate Construction Program (ICP) model. She wants to begin with a Kickstarter Campaign to gain donations to start her nonprofit program for approved inmates in the United States to leam construction and create humanitarian-based projects in a joint effort with a local construction company, thus, the inmates would graduate with a certificate in construction and have the skills to be employed after their prison sentence ends. As the Public Realtions Firm for this project, you are tasked with creating a Public Relationsplan for the inmate Construction Program Non-Profit with the goals of gaining media attention, financial support, media interest and construction industry interest. Focus only on the Implementation phase of Public Relations, outlined on p.88 of Seitel, bulletpoint Who you want to reach? (target audience) What you want to achieve? What you are going to do to gain media attention, both paid and organic! How much time do you feel this will take approximately? How much money do you think you will need approximately! How will you evaluate your success! Question 1 (100 points) How a Jail Built a Positive Story to Gain Media Coverage 02/07/2019 Hy Seth Arenstein It had all the pomp and circumstance of a graduation anywhere. A crowd of excited relatives was in the audience. Diplomas were arranged on a table, a keynote speaker waited to impart wisdom. Fidgeting in their caps and gowns, the graduates seemed anxious to enter the real world. There also was something unseen under their caps and gowns graduates wore an orange jumpsuit This graduation was for the first class of the Inmate Construction Program (ICP), and it was inside a jail The Issue Communicators at the Orange County Corrections (OC) Department are competing to cam media. Jail stories are not top of mind." says Tracy Zampagliose, Occs public information officer. At least not good stories, the kind she and her team want covered. "Good things happen every day in this jail]," she says. On the other hand, the jaill's bad news stories (escape attempts and other dangerous situations) often receive heavy coverage. When Zampaglione and her team heard about plans for ICP they jumped. They figured it would not only be great for the inmates, but it also could be an upheat news story The Hurdles As in every case study, we had to convince corrections officials to allow journalists to interview inmates for ICP stories, she says. To sell the idea, her team conducted pre-interviews with inmates. Fortunately, the inmates responded well. They didn't trash the jail system," she says. It was the opposite; they were thankful for the education they were receiving. In addition, a two-part education effort was needed. Corrections officials were briefed on why ICP could be a great story. Media were taught basics of the corrections system and how the construction program benefits the inmates and the surrounding community Tactics To get out the story, Zampaglione's team picked a trusted reporter from central FL's largest paper a and offered an exclusive. The reporter and a photographer would gain access to the inmates, classes and the graduation. An upbeat story resulted. It appeared in a Sunday newspaper, the paper's best-read day. The story received additional coverage. It even prompted the county's mayor to volunteer to be a future commencement speaker. The programs not only earned the jail positive media, hut it's also resulted in industry honors for Zampaglione's team. Lessons Learned Each class builds a project for a needy organization, such as shelves and fumiture for a homeless center Project presentations gain additional coverage and photos. "We get to show and tell the story of inmates giving back to the community," she says. The Challenge Coverage has expanded to construction trade publications, local media as a local construction company has hired a lot of the program's graduates, and local Orange County TV. The Press has kept tahs on successful graduates. Their stories receive media coverage. "People love upheat stories...but it's important that they're authentic..told by the inmates," says Tracy Zampaglione The Task Tracy Zampaglione plans to leave the Orange County Corrections (OCC) Department to create a nonpott based on the Inmate Construction Program (ICP) model. She wants to begin with a Kickstarter Campaign to gain donations to start her nonprofit program for approved inmates in the United States to leam construction and create humanitarian-based projects in a joint effort with a local construction company, thus, the inmates would graduate with a certificate in construction and have the skills to be employed after their prison sentence ends. As the Public Realtions Firm for this project, you are tasked with creating a Public Relationsplan for the inmate Construction Program Non-Profit with the goals of gaining media attention, financial support, media interest and construction industry interest. Focus only on the Implementation phase of Public Relations, outlined on p.88 of Seitel, bulletpoint Who you want to reach? (target audience) What you want to achieve? What you are going to do to gain media attention, both paid and organic! How much time do you feel this will take approximately? How much money do you think you will need approximately! How will you evaluate your success